Boohoo renews focus on paid search to boost global awareness

UK-based online fashion retailer Boohoo is looking at paid search as a means of driving customer growth across the globe, with the hire of online retailing specialist Summit.

The fashion brand has grown its footprint significantly in recent years and is now shipping to the US, Australia and Ireland.

The new strategy puts paid search back at the forefront of its digital strategy and is part of a goal to grow traffic, customer acquisition, efficiency and optimisation.

Richard Clark, marketing director, Boohoo said: "Boohoo is embarking on an exciting journey and we require the support of a partner with deep-rooted experience in paid search to unlock sales."

The work will target fashion conscious women aged between 16 and 24 in its core markets. According to Summit, it won the brief because it plans to hit the goals by combining its technology, Forecaster, and its expertise in retailing strategy and insight to help Boohoo unlock greater revenue and margin from its data by optimising all paid search activity.

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Charlotte McEleny

Charlotte McEleny is The Drum's Asia Editor, charged with finding all the interesting industry news and insights from the Asia Pacific region. During her year in Asia, she's covered topics as wide ranging as industry overwork to artificial intelligence, and interviewed top CMOs such as Alibaba's Chris Tung, and world famous creatives such as Rankin.

Based in Singapore, she travels the region regularly, attending and presenting at many top events, such as Spikes, Ad Week Asia and Innovfest.

Prior to her role as Asia Editor, she spent 10 years working across the London marketing trade magazines, even picking up an award for Best Digital Team at the PPA Digital Awards during her spell as digital editor at Marketing.

All by Charlotte